MONTREAL - Francois Dumontier, the new promoter of the Canadian Grand Prix, doesn't accept the notion a new era has begun with the return of the Formula One spectacle to Montreal.

"The Canadian Grand Prix is all about tradition, a tradition we're going to try to continue to build on," Dumontier told The Gazette. "It's a prestigious event which for so long has been a fixture for F1 in North America.

"If this is a new era in any sense, it's because there's a new management team for it here, one that's working very closely with Bernie Ecclestone (F1 boss) and his team and will continue to," he said. "But really, it's just about continuing the tradition."

Dumontier is president of the Canadian Grand Prix and Octane Racing Group Ltd., which took over control of the race at Circuit Gilles Villeneuve Nov. 30. The previous day officials from the three levels of government and Tourism Montreal announced it had concluded a five-year, $75 million deal with Ecclestone to bring the race back after it was dropped from the 2009 F1 calendar because of a contractual despite between Ecclestone and former promoter Normand Legault, president and CEO of Grand Prix F1 du Canada Inc.

Last year marked the first time in more than 20 years no race was held here.

Octane Racing Group is a separate entity from Dumontier's Octane Management Ltd., which promotes the NASCAR Nationwide Series NAPA Auto Parts 200 held at the track in late August.

Following the deal between government officials and Ecclestone, Dumontier reached a separate agreement with Ecclestone, CEO of Formula One Administration Ltd., as promoter of the event through 2015. He also has a five-year lease agreement with the Société du Parc Jean Drapeau for use of the track.

The race's return will be without a title sponsor for the simple reason there wasn't adequate time to approach corporations and companies and perform the necessary due diligence in the wake of the Grand Prix being re-instated. But title sponsorship is at the top of Dumontier's to-do list.

"There's no real pressure without a title sponsor at this time. We won't be in jeopardy without one this year," said Dumontier. "But it's something that, of course, I would like to have in the future."

Dumontier said he's already had contact with a number of companies about the possibility. He's heard interest from foreign companies, as well.

"I strongly believe that more Quebec or Canadian-based companies should interest themselves in this property," he said. "We have a lot to offer. It's one of the best sports properties in the country and is so well positioned in terms of international prestige. It just makes sense for them to sponsor this event.

"It would be a shame if a company came along to sponsor the event without doing any business in Canada," added Dumontier.

Dumontier expects attendance for the three-day race weekend to top 300,000 for the ninth time since 2001. Total attendance in 2008 was 319,000, with a record-tying 121,000 on race day.

Dumontier last week said ticket sales, which began in December, were, "ahead of pace," compared to 2008, but didn't want to assume the 300,000 mark automatically would be reached because of it.

"The one-year absence hasn't deterred fans," he said. "But it was one of the things that we were scared about. We were waiting to see if people were going to come back or not after missing last year. But since tickets went on sale, people have been forgiving about what happened. And what we are seeing, in addition to our regular fans, are a lot of new fans this year.

"I don't want to say what attendance will be before the end of the weekend," Dumontier said. "But we will have a good crowd."